ATLANTA McKinney + Silver is breaking two commercials for Lands' End today on cable channels nationwide.
The effort from the Raleigh, N.C., shop, a Havas agency, is the Dodgeville, Wis., clothing manufacturer's first work touting its customer service.
Two spots animated by Bill White in Los Angeles feature the midwestern voice of Mary, an easygoing but well-informed customer-service rep gently talking a novice camper through the purchase of a jacket.
The effort promotes the catalog's Marinac jacket. More commercials will feature other items, such as the company's handsewn moccasin.
Spots will air through the fourth quarter on CNN, A&E, The Weather Channel, Food Network, HGTV, Fox News and others. Havas' MPG in New York handles media buying for the $20 million account.